How to cut through the clutter and win shelf space, shopper attention, and supermarket buyers
What’s the smartest way to advertise FMCG products in 2025?
If you’re in the fast-moving consumer goods game, you already know:
Shelf space is tight. Attention spans are tighter. And with everyone claiming to be “plant-based,” “sustainable,” and “better for you,” just having a great product is no longer enough.
You need advertising that actually does what it’s meant to:
Get noticed by buyers. Move product. Drive category growth.
Whether you’re pitching to supermarkets or distributors, these nine strategies are working right now — not just in marketing decks, but on the ground.
Quick List: 9 Tips for Advertising FMCG Products
Focus on one clear product benefit
Speak the language of supermarket buyers
Advertise in B2B publications buyers trust
Test messaging on smaller channels first
Use retailer data and shopper insights
Sync advertising with promotions
Make packaging your best media asset
Stay visible in trade channels
Lead with innovation or sustainability
1. Focus on one clear product benefit
Stop trying to say everything at once.
The best FMCG ads in 2025 are short, specific and sharp.
“20% fewer calories. Same taste.”
“Refillable. Recyclable. Responsible.”
“From farm to shelf in 48 hours.”
Stick to one promise. Say it fast. Say it everywhere.
2. Speak the language of supermarket buyers
Advertising doesn’t just target consumers anymore. If you’re trying to get stocked, your ad needs to show how your product fits into a retail category strategy.
Buyers want to know:
How will it perform in-store?
Does it fill a gap in their range?
What margins and turnover are expected?
Good advertising speaks the buyer’s language — and tells them exactly why your product makes sense for their shelves.
3. Advertise where supermarket buyers are actually looking
Want to catch the attention of decision-makers?
Then go where they go — and they’re not scrolling lifestyle blogs. They’re reading trade media, checking competitor moves, and tracking category trends.
That’s why GSN exists.
We’re not a consumer glossy — we’re a retail-focused platform read by:
Supermarket buyers
Private label managers
Wholesalers and category leaders
Want to know exactly how to reach supermarket buyers through strategic B2B channels? We’ve broken it down in our guide.
Advertise with GSN to get seen by the people who matter — the ones with the buying power.
4. Test your ad creative before scaling
Before spending big, test small.
Try:
Sponsored content in a trade magazine
Digital banners in B2B newsletters
Local supermarket flyers
Then measure what sticks. Is it the “eco” claim? The price? The format?
Once you’ve found your hook, roll it out wider.
5. Leverage retailer data and loyalty platforms
Show how your brand performs in loyalty baskets, repeat purchases, or average spend.
According to NielsenIQ, FMCG brands that align advertising with loyalty data see up to a 25% boost in in-store performance.
This turns your ad plan into a data-backed selling strategy — which buyers can’t ignore.
6. Align your ads with in-store promos
Advertising works best when it drives real action.
That means aligning your messaging with:
Introductory discounts
Seasonal campaigns
Multi-buy offers
Retailer POS and shelf media
When your ad connects directly with what’s happening in-store, you close the loop between attention and conversion.
7. Make your packaging part of the pitch
Your packaging isn’t just functional — it’s part of your media strategy.
Use it to reinforce your ad message
Design for maximum shelf readability
Add QR codes or on-pack incentives
If your packaging can convert a glance into a grab, your ad already won.
8. Stay visible in trade environments
Repeat after us: buyers don’t just Google your brand — they notice who’s visible in their space.
That’s why FMCG suppliers should consistently appear in:
B2B trade magazines
Supermarket industry reports
Sponsored thought leadership articles
Buyer-focused newsletters
If they’ve heard of you three times before you even pitch…
You’ve already won half the battle.
See our Media Kit to start getting visible.
9. Build your ad around innovation or sustainability
Retailers want to stock products that do more than sell — they want products that signal change. That’s especially true in the private label FMCG space, where innovation and clean claims now lead category growth.
Whether it’s:
Plastic-free packaging
Plant-based innovation
Local sourcing
Net-zero targets
Leading with real commitments (not vague buzzwords) makes your brand part of a retailer’s bigger story — and that’s advertising that works.
Conclusion: Advertising isn’t about reach. It’s about relevance.
FMCG advertising in 2025 isn’t about who shouts loudest.
It’s about who speaks to the right people, in the right place, with the right message.
If you want to get into more baskets, start by getting into more buyers’ heads — and start by showing them you understand how the business works.